How Burger King Emerged
As a Threat to McDonald's

It took four chief executives and a slew of Madison Avenue ad shops to accomplish the job, but Burger King has finally emerged as a threat to McDonald's Corp.

Confirmation of that will come Friday when McDonald's proposes to its franchisees steep discounts in prices for burgers and other sandwiches. Internal McDonald's documents outlining the price cuts attribute them generally to competitors "stealing share" and specifically to an "overt competitive attack by BK."